Action for Animals received a grant of $20,000 to produce a TV commercial project titled ‘If you knew’. Media advertising is one of the most effective ways to inform members of the public about animal protection issues, and this campaign is designed to promote more compassionate eating among consumers. Inspired by a highly effective series of ads made by US organisation, Compassion Over Killing, Action for Animals produced and broadcast a powerful 30 second TV commercial exposing the cruelty endured by farmed animals in Australia. The commercial directs viewers to a website containing information about making the transition to a cruelty-free diet, including easy recipes, nutritional information, a shopping guide and a directory of vegetarian restaurants. The ad aired on Channel 10 for 3 weeks in Canberra, and was shown in Newcastle in late 2009.